In Dr. Jeni Cross's video, "Three Myths of Behavior Change - What You Think You Know That You Don't: Jeni Cross at TEDxCSU" I couldn't help but laugh as she pointed explained how these three myths really work against the behavior change influencers are aiming for.
Myth #1: Education will change behavior. Oh my goodness, isn't this what we see everywhere all the time? We think just because we put information into the hands of people, it will change their behavior. I see this all the time in education as I sit through meetings where a new expectation is put out there and all of the information in how to change from the old to the "new way" is given. It makes sense; educate people and they will change once they have the information. Nope. Not happening. So, why do we continually use this strategy when we try to influence people to change? It's not that education itself is not important it's that it has to be coupled with personalization and social interaction if change is to occur on a larger scale. It does make sense to me though that if we just drop information into someone's lap it's too much "outside stuff" that we're asking people to internalize without making it meaningful to them. Making it personal and providing a social support component is needed.
Myth #2: You need to change attitudes to change behavior. It makes sense that if we can change someone's attitude, especially through education, that we'll be able to change behaviors. I love the way Dr. Cross points out that we need to set behavioral expectations and through the behavioral change, changes in attitude follow. In school settings I see this a lot, too. Administration will try to change students' attitudes hoping for a behavior change. For example, trying to get kids to put their trash in the trash cans during lunch that are strategically placed every so many yards. The can is right there, all they have to do is walk over and put the trash in it. During announcements, statements are made to try and influence kids' attitudes about throwing their trash away in the correct spot. Of course, it's the same kids who fail to follow the expectation. I've often wondered, why is there no trash detail for these kiddos? Make them change their behavior; have a conversation with them to understand their values. It seems like common sense that if we change an attitude that a behavior change will take place but that's not the case.
Myth #3: People know what motivates them to take action. This myth made me stop and really think. Don't we all believe that we are the experts on ourselves? In makes sense, right, that we know ourselves the best. As Dr. Cross points out, the power of social norms and following the behaviors that others are exhibiting is powerful. I hate to admit it, but I'm one of those people who sees that sign, the one that asks me to help our planet by not getting fresh daily towels and it doesn't really effect me. I honestly have the attitude that many people are already doing this, so I don't need to. If the sign read though that 70% or whatever people in the hotel practiced this behavior, I'd be more likely to join as well. Kinda strange how that works. My feeling switches from why should I be bothered when others are doing this for me to most everyone is doing this so I should too. This example and my personal experience with it really illustrates for me just how powerful those social norms are.
Cross, Jeni (2013, March 20). Three myths of behavior change - what you think you know that
you don't. Retrieved from https://youtu.be/l5d8GW6GdR0
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